Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

If you desire success with your clients and patients, you must apply emotions within your marketing content!

 

In a recent and very enlightening article, written by Wendy Marx, for business2comunity.com, titled Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers she points out that the approach with which a client is contacted is makes the difference between long term success and a single transaction.

She states that when it comes to business to business (B2B) buyers, you may think that a more calculated, technical approach to content marketing should be used.

Is that true?

Ms. Marx checks out why you need emotion in your B2B marketing, what types of emotional responses to elicit, and how to make your content more emotionally appealing.

The big question is: Why B2B Buyers Need Emotional Content Marketing Techniques?  The truth is, if ever there was an occasion to use emotion in content marketing, it’s with B2B buyers. Why?

  • Because the sales process for B2B buyers takes 22% longer than it did seven years ago.
  • Is this because today’s buyers are more indecisive? Not at all.
  • In fact, 82% of B2B buyers think that everyone is pretty much selling the same item. The competition is huge.

Continue reading Emotional Content Marketing: Tapping Into the Psyche of B2B Buyers

Danger: Poor Patient & B2B Marketing Will Kill!

If your business-to-business and patient marketing message isn’t progressing to accommodate your their journey, you’re throwing your money away!

 

By all standards, strong and compelling  business-to-business and patient marketing will make or break your practice’s relationships more than most company owners realize!

Recently Kimberlee Morrison of Adweek wrote an enlightening review on the essential subject of rethinking the patient’s experience in order to enhance the patient/service provider relationship and subsequently grow and deepen one’s busines-to-business relationships and campaigns.

The influence of social media continues to drive big changes in the customer journey and marketing funnel. Some of the main changes such as the use of multiple devices by customers and the desire for always on customer service have created challenges for marketers.

A report from LinkedIn, titled “Rethink the B2B Buyer’s Journey”, written by Sean Callahan, examines similar changes in the B2B (business-to-business) market and provides suggestions to improve your business.

The report focuses on the changes in relationships between buyers, salespeople, and marketers. The survey included more than 6,000 participants globally, and gives insight into the buying process, and changes that need to happen in both social and marketing content.

Since vendors have focused more on customer service in recent years, buyers have rewarded this presence with increased faith. LinkedIn found that 28 Changing your B2B marketing messagepercent of buyers polled rate their relationships with vendors as very good, and 56 percent rate them as good. What’s more, when assessed over time, only three percent of respondents believe their relationships with vendors are in decline.

The research found that buyers need a variety of content to help them make their purchase decision. On one hand, they need basic product information and demos to understand the product, but they also require thought leadership and other helpful content to help buyers determine where the industry is headed. The implication for marketers is that they must have their message present throughout the full funnel, from awareness and thought leadership content in the upper funnel to data sheets and demos in the lower funnel. This is how to assemble a complete marketing program. Continue reading Danger: Poor Patient & B2B Marketing Will Kill!

Why 80% of our B2B content marketing fails

Like many companies, in the last 12 months, the main focus of our marketing strategy was to produce content. And lots of it; which is why 80% of their marketing failed.

 

Doctors are no different than any other business person who are regularly trying to generate more business; but, the messages you send your current, past and future patient has to be on point.  Otherwise, having poor content just lead to marketing that fails.

Recently, author Chris Sheen wrote a very interesting piece in econsultancy.com, regarding the issue of business development, specifically on the topic of content marketing, titled “Why 80% of our B2B content marketing failed” were he breaks down some very specific points regarding the type of content businesses produce that completely miss the mark.

Mr. Sheen writes that upon further inspection, it turns out marketing professionals might have been focusing on the wrong metrics.

So whether you’re a B2C (business-to-consumer, denoting trade conducted via the Internet between businesses and consumers) marketer or B2B (business-to-business, denoting trade conducted via the Internet between businesses)marketer like myself, you’re probably under a fair amount of pressure to produce content.

Bill Gates famously declared that “Content is King” back in 1996 (yep, 20 years Saying the wrong thingago!) while more recently, respected marketers like Ann Handley have taught us that the best content is useful, enjoyable and inspired.

They are sentiments I happen to agree with.

Which is why I tasked our marketing team with increasing the amount of content we published for our blog ‘The Abandoned Cart’ in 2015.

And the team delivered. We went from an average of one piece of new content per week in 2014 to two or three in 2015.

While we were high fiving each other feeling like we’d done a great job – we missed an important question… who cares? 

The number of new blogs, videos and stories we publish is a great vanity metric for us to point at as a marketing team. And yeah, it looks great on a graph… Continue reading Why 80% of our B2B content marketing fails

The Art of Business Success!

Business success is an Art, but it is also Science and Strategy!

Recently Forbes Magazine, published an excellent and intriguing article called Business Success: Art, Science and Thinking Strategically, written by Ty KiiselThe article is based on Paul Butler’s superior book called: Think to Win: Unleashing the Power of Strategic Thinking, which points out what too often is taken for granted when the immediate solution to building up one’s patient base is found in a “pre-packaged” product.  Truth, business success is an art!

Like a creation by DaVinvi, there is a whole lot of science and strategy that goes into making a notable of of art!

This is a highly important and vital concept!  We have been writing and speaking about the creative aspects of business capturing and retention for years.

To be successful in business, you [the medical practice owner] must implement strategies to increase the amount of viable business opportunities in their area as possible.  They need to be able to convey their message clearly, concisely and efficiently in order to insure that those prospective patients do business exclusively with them.

The successful medical practice owner implements game plans in order to get all new  Business success is an artpatients without advertising, develops strategic network relationships, they alter the paradigm of the marketing in order to create steady streams of new referrals; and more importantly, they enrich their patient platform.

According to the article, regardless of the business you’re in, we all understand the importance of making data-driven decisions.  In reality, the idea of “following your gut” without any information to back up your instincts, has about the same odds of regular success as flipping a coin.  While Butler argues data is essential to good decision-making and strategic thinking, he says the right data isn’t always very complex data. Continue reading The Art of Business Success!

BUSINESS DOMINATION: Stand out and separate from the crowd

The content within your marketing message allows you to stand out in a crowded marketplace; business domination requires solid communication, your success depends on the value you provide!

 

Not enough medical practice owners treat their practice as an actual business.  Too often they [medical practice owners] don’t think about where their patients come from.  Generally speaking, most cities have a finite number of citizens living within them.  Those numbers vary a bit when you consider travel between cities (but that too is limited when adding drive-time).  However, to thrive and enjoy business domination, you must entice other doctor’s patients to come to you instead!

We often receive calls from clients who ask us how they too can stand out from the crowd.  This is the first in a three-part series of our on-going business development strategy.  Actually, it is more of a mantra (Business Domination and Strategically Confiscate Your Competitor’s Best Patients). We also teach these strategies through our report, entitled “PR Secrets Used by The Top 1% Chiropractors in America.”

An essential element that these top doctors excel in is the message that they convey to their patients; also known as the content within their message.

We have found that the desire to stand out from your competition is a universal trait regardless of profession.  For example, as a Chiropractor, what evidence do you provide that you are “the best solution in town?

If your advertising message doesn’t separate you from every other Chiropractor, you are just one more ad in a crowd!  Merely pointing to a sign in the parking lot or a generic “I fix back” in your ad won’t be enough to dominate your marketplace?

According to Robert Rose, Chief Strategy Officer for Content Marketing Institute, says that,

As content becomes an increasingly important element in business, it moves beyond being a support activity like human resources or accounting. It becomes a core activity, and joins the ranks of cost, technology, service, logistics and design as a potential source of differentiation and competitive advantage.“*

You must pay very close attention to this extremely specific, yet subtle, detail for business domination; it lays with the content within your message!  Think about it, what are you saying that compels clients to select you over every Business dominanceother provider of your service in your area — it’s a choice you know!

Essentially, desire to dominate your marketplace seems to be universal; however, actually taking that step requires a deliberate action!

If you don’t wish to lead your marketplace; then this series of articles really isn’t for you!  However, if you truly yearn to capture the lion’s share of business in your area, then you absolutely have to separate yourself from every other chiropractor in your town, county, or region.

At the risk of sounding cheesy, while driving the point home, Superman doesn’t assume his super-powers only when he puts Clark Kent to bed.

Once of the surest, most time-tested, ways to get immediate attention is to tweak your current public relations and marketing campaigns.  But what do you say and/or do to create that push?  Maybe, at this point, it is time to consult someone who can provide clarity on this subject.

Listed in this special series, are a few ideas that, even if you are already working with a PR agency or marketing company, you can implement immediately in order to separate and differentiate yourself from every other business professional in your area.

Again, the goal, through your company’s message, is to make you/the firm into the leading expert in your geographical area!

Large companies (like Coca~Cola, Toyota, or Apple Computers) aspire and carefully craft their actions towards total market domination.  Small businesses with a leading expert strategy flourish by establishing themselves within a carefully selected segment of a market; they target a market niche that they can realistically hope to dominate; often times that means displaying their unique business approach in order to create separation between all the other similar businesses in the area.

Market niches can be defined by region, by special client needs or by demographics, such as a particular ethnic or age group; sometimes just a product that’s a variation on an established one can generate a market niche.  (Interestingly, the word “niche” comes from the French meaning “nest.”)   As a small business you want to build your nest somewhere away from the hawks of big business.

How to Position Your Business as the Only Solution – In a crowded marketplace, it may not be enough just to carve out a niche.  You’ve narrowed your focus, but you still have competitors.  This is the time to distinguish yourself as a per-eminent source of solutions by refining your expertise and conveying it to your target audience.  You need to know more about something, or be better at something, than anyone else, and you have to let people in your area (geographical) know you are that person!

When you can honestly convey such a message, potential clients see you as the obvious answer to their problems and challenges, and the logical choice when they’re looking for a supplier or provider.

To conclude, if you closed your eyes to, and don’t acknowledge the fact that after you leave the presence of your client, you cannot stop your competitors from knocking on their door, calling them on the phone, or sending them an email or an Instagram message, you may be setting yourself up to be the next business owner who has their clientele stolen away by truly compelling messages from hungrier competitors; if this happens too often, then your next “best” move is to close your doors!

 

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From the desk of Steve Cox, Co-founder of StevenVonLoren Marketing Strategists; Direct: 530.492.9971; My personal eMail: stevenvonloren@gmail.com, Amazon Author Profile, Facebook, Google+, LinkedIn, Twitter

Patient Magnets Don’t Try Being Everything To Everyone.

Patient magnets learn that the content they use within their marketing is crucial; therefore, you need to understand the myriad of targeting fallacies.

 

Of late, it seems that everywhere you read in business publications all you see are articles after articles discussing “content marketing;” but, no one is saying exactly what that is.  To be sure, these authors are writing pretty lofty articles and they sure get one psyched up to go out and conquer, but little else is provided.  Until you understand what exactly content marketing is, you will have a difficult time becoming a patient magnet!

From a reader’s prospective, who may not be a marketing professional, but rather the business owner who is very interested in improving their marketing results, it is the business equivalent of buying a burger without the meat!

It’s like a business version of the Abbott and Costello’s “Who’s on first routine;” everyone speaks in circles and no definite answer is ever given.  However, in this case, it’s not funny because we are dealing with real advertising dollars and jobs are at stake!

When discussing the topic of client targeting, content is everything!  But what is content marketing?  The best and most concise explanation that I have come across came from Robert Rose when he wrote “Traditional marketing and advertising is telling the world you’re a rock star.  Content Marketing is showing the world that you are one.

With all this in mind, I would like to draw your attention to a recent and exceptional article that was written on the very topic.  The most important take away is that, when it comes to audience targeting, don’t look for shortcuts for becoming a patient magnet.  Columnist Rebecca Lieb writing for Marketingland.com, explains in here excellent piece, called “Content Marketing And Targeting Fallacies,” how to tackle it the right way without skipping some essential steps. Continue reading Patient Magnets Don’t Try Being Everything To Everyone.

How to Become a Patient Magnet Via Your Content Marketing

Patient attraction is EVERYTHING in business! As such, you’re going to learn how to transform your clinic into a patient magnet via improved content marketing strategies!

 

Become a patient magnet by understanding the latest news marketing trends and understanding what your patients want.  This article is designed to teach you how to focus to achieve winning marketing strategies.

In a recent article written by Jinger Jarrett, for the Inquisitor, he lays out Mobilemarketingwatch.com‘s 2016 marketing trends, and they believe that for this year, content marketing is the name of the game for becoming a patient magnet.  Note, this piece was originally written in eMarketer on January 13, 2016.

The article goes on to say, Mobile Marketing Watch reported that the biggest B2B marketing trend in 2016 will be an increase in content marketing. In a report released by eMarketer as stated above, the report said that content marketing will increase because it delivers results for brands.

Mr. Jarrett’s article states that: “No matter the reason, content marketing delivers results, Patient magnetespecially when it comes to the more traditional end goal: generating leads to feed the sales funnel. In a July 2015 Ascend2 study of B2B marketing professionals, 43 percent of respondents asserted that content marketing was one of the most effective tactics for lead generation.”

However, according to eMarketer, “The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

Too often the term content marketing is bantered about without any real explanation of what it actually means.  Let’s face it, advertising professionals and media personnel are getting caught in the trap of speaking in “mediaeez;” you know, the kind of talk that everyone in the company know, but no one outside understands.

Therefore, if eMarketer is correct (and there is no indication they’re not a highly reliable source), then how are we going to spend our eighteen months, or even shorten that timeline? Continue reading How to Become a Patient Magnet Via Your Content Marketing